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Lecturer(s)
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Konečná Jana, doc. Ing. Ph.D., MBA
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Course content
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Introduction to marketing and its role in society Market and targeted marketing Market analysis Psychology of customer behavior in the B2B and B2C market Market research Marketing planning Marketing mix - product Marketing mix - distribution Marketing mix - price Marketing mix - promotion Introduction to services marketing Marketing trends Additional information for the students of the combined form of study is on the COURSEWARE.
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Learning activities and teaching methods
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Lecture with practical applications, E-learning, Multimedia supported teaching, Students' portfolio, Individual study, Self-study of literature, Practicum
- Preparation for an examination (30-60)
- 40 hours per semester
- Contact hours
- 39 hours per semester
- Undergraduate study programme term essay (20-40)
- 25 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| None |
| learning outcomes |
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| to understand the role of marketing, marketing planning and business information system |
| to understand the need of analysis of marketing environment and environmental factors |
| to compare marketing and other business concepts |
| Skills |
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| to apply theoretical basics of marketing and marketing orientations in the business practice |
| to apply marketing mix, perform and present marketing plan project |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Interactive lecture |
| E-learning |
| Multimedia supported teaching |
| Self-study of literature |
| Skills |
|---|
| Students' portfolio |
| Practicum |
| Competences |
|---|
| Interactive lecture |
| Self-study of literature |
| E-learning |
| Multimedia supported teaching |
| Practicum |
| Students' portfolio |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Seminar work |
| Skills |
|---|
| Skills demonstration during practicum |
| Competences |
|---|
| Written exam |
| Skills demonstration during practicum |
| Seminar work |
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Recommended literature
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Boučková, Jana. Marketing. Praha, 2003. ISBN 80-7179-577-1.
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Foret, Miroslav; Stávková, Jana. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0385-8.
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Kotler, Philip; Armstrong, Gary. Marketing. Praha : Grada Publishing, 2004. ISBN 80-247-0513-3.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
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KOTLER,Philip; ARMSTRONG, Garry. Grundlagen des Marketing. Munchen: Pearson Studium, 2011. ISBN 978-3-86894-014-5.
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Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
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Světlík, Jaroslav. Marketing - cesta k trhu. Plzeň, 2005. ISBN 80-86898-48-2.
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Vaštíková, Miroslava. Marketing služeb: efektivně a moderně. Praha : Grada, 2008. ISBN 978-80-247-2721-9.
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